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2014 GreatIdeas Presentation ES 3_9_14

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2014 GreatIdeas Presentation ES 3_9_14

  1. 1. The Membership Marketing Benchmarking Report and Practical Membership Marketing Presenters Jacqualine Price Osafo, CAE Erik Schonher, MBA, CeM 2014 ASAE GreatIdeas! Presentation
  2. 2. Who are the two standing up front? Jacqualine Price Osafo, CAE • 20+ Years Experience • American Society for Gastrointestinal Endoscopy – Director of Members Services & Customer Care – Leadership and Strategic Planning – Staff liaison for Membership and Diversity Committees – Participant of MGI Membership Marketing Benchmarking Report Erik Schonher, MBA, CeM • 30+ Years Experience – Corporate & Association • Marketing General – Vice President – Account Mgmt • Strategic/Tactical Planning – Research Department • Qualitative & Quantitative • 35 Studies/yr • Membership Marketing Benchmarking Report – List Management/Brokerage
  3. 3. Jackie asks… How did we get here today?
  4. 4. Today we want to… Walk away with new membership recruitment and retention ideas that could easily be implemented in their recruitment and retention plan today using MGI’s Membership Marketing Benchmarking Report.
  5. 5. Expect to participate… The GreatIdeas 2014…
  6. 6. My approach… 1. I participate in the research 2. Compare my association with industry results and investigate detail. 3. Review plan & results to develop tactical. 4. Implement & analyze results 5. Budget adjustment
  7. 7. 2013 Membership Marketing Benchmarking Report • Nearly 700 Participating Associations • Up Front Disclaimer  What not Why  Correlation not Causation  Every Association is Unique • Fifth Year
  8. 8. CHANGE IN NEW MEMBER ACQUISITION OVER PAST YEAR — COMPRESSED 2013 (n = 690) 2012 (n = 687) 2011 (n = 638) 2010 (n = 405) 2009 (n = 325) Percentage Increased Overall 63% 60% 57% 42% 49% Percentage Unchanged Overall 17% 17% 21% 20% 22% Percentage Declined Overall 16% 15% 16% 26% 21% Percentage Unsure 4% 10% 8% 12% 10% CHANGE IN RENEWAL RATE OVER PAST YEAR — COMPRESSED 2013 (n = 691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 403) 2009 (n = 326) Percentage Increased Overall 35% 36% 32% 21% 22% Percentage Unchanged Overall 30% 33% 37% 27% 39% Percentage Declined Overall 31% 22% 24% 44% 31% Percentage Unsure 4% 10% 7% 8% 9%
  9. 9. The Membership Lifecycle – Member Acquisition • Awareness • Recruitment – Member Renewal • Engagement • Renewal • Reinstatement
  10. 10. Acquisition Awareness • The process of establishing your brand in the minds of prospective members and building your knowledge base of who they are and how to contact them Recruitment • The process of proactively inviting potential members to become a part of your organization • Strategy: 1. Value and Message – Why 2. Targeting Your Market -- Who 3. Promotional Tactics to Reach Your Market – How 4. Offer and Packaging – What 5. Testing , Tracking, and Analyzing – Where
  11. 11. Develop Acquisition Strategies • Determine goal for next 1-5 years • Evaluate current and past trends • Identify/eliminate barriers • Determine ROI How are you going to get there?
  12. 12. Awareness • Who/What do you want to be known as/for? • What are you great at doing? • When • Where can prospects find you? • Why should prospects engage with you?
  13. 13. HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Where can prospects find (out about) you?
  14. 14. METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53%
  15. 15. It’s a Process 15 • Be flexible – If you can’t make them a member, make them a customer – Don’t be afraid to give things away – At least date for awhile • Best “Offers” – Dues Discount – Conference Discount – Free Trials – Premiums – “Use what works”
  16. 16. Recruitment Tactics Are you thinking like a prospect? • Solicit non-member purchasers • Leadership recruitment campaign • Targeted messaging • Webinars for prospects • Offer a “sample membership” • Promote preferred benefits
  17. 17. REASONS MEMBERS JOIN 2013 (n = 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2%
  18. 18. TOP THREE MOST EFFECTIVE AND LEAST EFFECTIVE MARKETING CHANNELS BY ASSOCIATION TYPE Individual Membership Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 51% Email 35% 39% Association website 34% ** Least Effective Exhibiting at other conferences 27% 31% Direct mail 23% 20% Advertising in outside publications 22% 23% Organizational/Trade Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 56% Personal sales calls 32% 37% Association website 30% ** Least Effective Direct mail 26% 34% Advertising in outside publications 23% 28% Exhibiting at other conferences 20% 22%
  19. 19. Renewal Engagement • The process of moving members from observers into users. • Strategy 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Renewal & Reinstate • The process of confirming the value and requesting the continuance of the relationship. • Strategy 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options 4. Never Give Up on Lapsed Members 5. Messaging Should Recognize their Status 6. Conduct Lapsed Member Research
  20. 20. REASONS FOR NOT RENEWING MEMBERSHIP 2013 (n = 691) 2012 (n = 687) 2011 (n = 639) 2010 (n = 400) 2009 (n = 333) Budget cuts/economic hardship of company 18% 17% N/A N/A N/A Lack of engagement with the organization 15% 14% N/A N/A N/A Could not justify membership costs with any significant ROI 11% 11% N/A N/A N/A Employer won’t pay or stopped paying dues 10% 12% 15% 25% 22% Lack of value 10% 11% 24% 36% 20% Left the field, industry, or profession 7% 8% 12% N/A N/A Too expensive 5% 5% 14% 11% 22% Blue: Top reasons for not renewing membership per year Top three reasons for not renewing membership. Red: Continued decline as a reason for non-renewal Blue: Top reasons for not renewing membership per year When does renewal begin?
  21. 21. Renewal Plan • Evaluate previous efforts • Retention rates? • Does “one size fit all?” – Or do niche markets require different timing or number of efforts? – Is the process nimble?
  22. 22. Why do people join us? • Networking with others • Access to specific information • Advocacy • Education • Conferences/meetings
  23. 23. AREAS OF ENGAGEMENT n Increased Stayed the same Decreased Attendance at your annual conference/trade show 599 48% 34% 18% Volunteerism with your organization 587 34% 57% 9% Participation in your public social network 567 76% 23% 2% Number of visits to members-only section of website 528 58% 39% 3% Attendance at your professional development meetings 511 48% 40% 12% Attendance of webinars 420 61% 31% 7% Participation in your private social network 406 66% 28% 6% Non-dues product purchases (other than previously checked) 401 36% 51% 13% Non-dues service purchases (other than previously checked) 342 34% 58% 8% Donations to your association’s foundation or PAC 334 38% 48% 14% Book or directory purchases 282 25% 55% 20% Number of members who acquire or maintain a certification with your organization 276 54% 37% 9% Number of membership upgrades 276 41% 49% 9% Participation in your Young Professional program 221 65% 29% 6% Number of members who purchase or maintain insurance through your organization 197 26% 62% 11% Participation in your mentoring program 188 43% 48% 9%
  24. 24. COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS   2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14%
  25. 25. Engaging New Members • E-Welcome letter • Membership certificate • Personal note from leadership • Invitation to network with leaders • Checking in months 3, 6, 9 and 12
  26. 26. OVERALL MEMBERSHIP RENEWAL RATE 2013* (n = 607) 2012 (n = 685) 2011 (n = 643) 2010 (n = 403) 2009 (n =337) Under 50% 3% 3% 3% 3% 2% 50% to 59% 2% 4% 6% 4% 4% 60% to 69% 8% 7% 10% 11% 7% 70% to 79% 19% 22% 23% 21% 16% 80% to 89% 38% 38% 34% 40% 37% 90% or higher 30% 22% 23% 18% 29% Not sure** n/a 3% 2% 3% 4% MEMBERSHIP RENEWAL RATES Less than 80% renewal 80% renewal or higher Individual member Trade/ Organizational Both Mean 66% 88% 79% 87% 76% Median 70% 88% 81% 88% 80%
  27. 27. RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67% NUMBER OF MEMBERSHIP RENEWAL CONTACTS 2013 (n = 691) 2012 (n = 686) 2011 (n = 642) 2010 (n = 404) 2009 (n = 337) None 1% 1% 2% 2% 1% 1 to 3 21% 20% 23% 22% 21% 4 to 6 38% 40% 44% 44% 46% 7 to 9 18% 23% 18% 20% 19% 10 to 12 9% 7% 7% 6% 7% 13 to 15 5% 3% 1% 2% 2% 16 to 18 2% 2% 1% 1% 1% More than 18 2% 2% 2% 2% 1% Not sure 3% 3% 1% 2% 3%
  28. 28. Renewal tactics • Inform members 2 months prior to renewal • Update postal/e-mail addresses • Renewal series uses multiple channels – Postal – e-mail – Telemarketing • Social media
  29. 29. Reinstatement Is it difficult to re-join? • Identify and eliminate barriers • Simplify the process • Treat them as if they have just “forgotten to renew… Do something
  30. 30. CONSIDERATIONS Additional
  31. 31. What are your association's TOP THREE membership goals?
  32. 32. TOP CHALLENGES TO GROWING MEMBERSHIP BY FIVE YEAR MEMBERSHIP GROWTH Challenge Five Year Membership Increased (n = 367) Five Year Membership Unchanged (n = 50) Five Year Membership Decreased (n = 254) Insufficient staff   Membership too diverse   Perception of the association   Insufficient budget  Difficulty attracting/maintaining young members   Changing demographics of industry 
  33. 33. What is your organization's annual operating budget?
  34. 34. MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS BY ORGANIZATION TYPE Individual Member Org./Trade Both Awareness and branding $88,307 $56,926 $88,306 Recruitment $80,816 $42,482 $53,570 Engagement/onboarding $41,182 $25,871 $27,829 Renewals $58,799 $24,392 $28,911 Reinstatement or win-back $26,986 $8,964 $9,121
  35. 35. Questions?
  36. 36. Thank you. Jacqualine Price Osafo Director of Membership Services 630.570.5603 jpriceosafo@asge.org Erik D. Schonher Vice President 703.706.0358 Erik@MarketingGeneral.com
  37. 37. Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 38 • Do have a written plan – Including strategy and tactics – Make it practical and doable • Do have set goals – Know what you want/need to achieve in $$$ & number of members/customers • Do have your resources in place – Both in-house and outside vendor partners
  38. 38. Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 39 • Do have a Testing Strategy – Everything is “testable” – But not every test is “meaningful” • Do be Media Neutral – Use what works – Be open to “channel surfing” • Do have a Plan B – Nothing works every time
  39. 39. Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 40 • Do have a Brand Promise • Do have a Identifiable Value Proposition • Do Target Best Prospects first – Former Members – Current Customers – Current Inquirers – Buyers of “Like Things”
  40. 40. Proven Results
  41. 41. Effective Targeting of Prospects (c) Copyright 2013 Marketing General Inc. 42 • Is a process • Uses a range of media and offers • Is a full-time, year round program • No may just mean not now • Is the lifeblood of any growing membership program
  42. 42. Telemarketing Personal Sales Database Marketing Direct Mail Marketing E-Mail Marketing Social Media Search Engine Optimization (SEO) Google Re- Marketing Multi-Channel Marketing Channels
  43. 43. CHANGE IN MEMBERSHIP OVER PAST ONE YEAR   2013 (n = 691) 2012 (n = 689) 2011 (n = 642) 2010 (n = 405) 2009 (n = 331) Increased more than 50% 1% 1% 1% 1% -- Increased 26% to 50% 1% 3% 2% 2% 1% Increased 11% to 25% 7% 8% 9% 5% 7% Increased 6% to 10% 15% 13% 11% 7% 10% Increased 1% to 5% 28% 27% 26% 21% 27% Remained the same 16% 16% 16% 14% 16% Declined 1% to 5% 19% 19% 19% 26% 19% Declined 6% to 10% 8% 7% 11% 13% 9% Declined 11% to 25% 3% 2% 4% 8% 6% Declined 26% to 50% 1% 1% -- 1% 1% Declined more than 50% -- 1% -- -- -- Not sure 1% 3% 2% 3% 5%
  44. 44. Online Behavior Product Searches Information  Searches Website visits Social Media  Searches Educational  Searches Product  purchases Special Offers FREE Whitepaper FREE Trial  Membership E-Newsletter Sign Up for Alerts Webinar Online Media Paid Search Co-Registration Ad Networks Online PR  Releases Article  Submissions Blogs / Forum  Posts Social Media Ads Sponsored Links Cultivated Leads Through Ongoing Interaction Awareness Strategy Strategic Process Landing Pages Form Submit
  45. 45. Design a  collection of   published  articles into  cohesive free  content. PPC & Content Network Ads Thank you  page with  more options. Awareness Strategy
  46. 46. The Fulfillment Email contains a  link to download the free  content and contains a  membership offer. If the prospect has not joined from  any of the previous components, a  series of emails are sent. Each email  focuses on a different benefit of  membership. Awareness Strategy
  47. 47. 1 2Targeted Ad Placement. Data Capture on Microsite. 3 Cultivation e-mail campaign  with enrollment offers. Awareness Lead Generation
  48. 48. •Title/Qualifications •Job Function •Skills •Groups Awareness Lead Generation
  49. 49. How do you reach the estimated  3.1 million registered nurses in  the US?   Awareness Lead Capture
  50. 50. Recruitment Tracking and Analysis
  51. 51. Recruitment Strategy
  52. 52. CFP Referral  Campaign  Launched in  October Recruitment Channels
  53. 53. Introductory  Membership for Dental  Students Recruitment Channels
  54. 54. Package Type Response Rate Green Card 1.12% Invitation .83% 35% Boost Identifying a control Recruitment Testing
  55. 55. List Segment $75 Voucher Subscription Response Boost Young Physicians 3.46% 2.57% 35% Boost 35% Boost 111% Boost Improving the Control Recruitment Testing
  56. 56. Package Type Response Rate Green Package 1.35% Membership Card 1.85% 37% Boost Beating the control Recruitment Testing
  57. 57. MEAN NEW MEMBER RENEWAL RATE Less than 80% renewal 80% renewal or higher Individual Member Trade Both Mean 51% 76% 64% 78% 61% Median 50% 77% 70% 80% 65% Engagement Converting New Members
  58. 58. Very Little Difference Between Non-Engaged Members and Lapsed Members Members “who are not involved lie perilously close to  former members in the overarching assessment of the  value they derive from associations.  If former  members are thought to be dead, the uninvolved are  close to comatose”  (The Decision to Join, p 4). Engagement Usage and Interaction
  59. 59. Data Analytics for one association on  engagement. • Members who attended an association  meeting in the past year were 19%  more likely to renew than those who  did not attend a meeting.  • Members who attended four or more  meetings were 30% more likely to  renew than members who never  attended a meeting.  • Members who placed a product order  in the past year were 28% more likely  to renew than those who had not  placed an order.  • Members who upgraded their  membership in the past year to a  higher level of service were 12% more  likely to renew. Engagement Strategy
  60. 60. Engagement Communication Targeted Monthly e-Newsletters • Deliver timely updates • Reinforce membership value and vision • Customize content by segment • Promote increased interaction  • Certification • Publications • Events • Webinars • Track and respond
  61. 61. Engagement Communication Tracking and Responding I’m interested in certification information! Triggered Certification Email
  62. 62. Engagement Sample
  63. 63. Renewal Frequency RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67%
  64. 64. Renewal Personalization Multi-step, integrated channel, (mail, email, and telephone) issue driven, digitally printed, renewal program.
  65. 65. Results from One Test The on-time renewal rate for members NOT on the installment plan was 55.7%. However, the on time renewal rate for members participating in the installment plan was 82.0%. Renewal Payment Options
  66. 66. (c) Copyright 2013 Marketing General Inc. 67 Activity Audience Timing Responsible 90 day invoice mailed All members not renewed month nine/ten Member Care / Directmail.com 65 day invoice email reminder All members not renewed month ten Member Care Hallmark card Sample of members month ten New coordinator Knowledge Center promo (mail and email) All members with email and not used KC in last 12 mths & postcard for those w/o email month eleven Member Care Retention email (16 versions) All members with email Month eleven Member Care 45 day invoice mailed All members not renewed Month eleven Member Care / Directmail.com Knowledge Center All members with email and not used KC in last 12 mths Month twelve Member Care ‘Last Chance’ cover tip on Magazine All members not renewed Month twelve New coordinator Online membership end date reminder on our website All members that are going to lapse Month twelve until end of grace period IO Retention email (16 versions) All members with email Month twelve Member Care If not renewed, membership lapses Has 45 day web access – grace period End of month twelve Action Action Action Action Action Action Planned Pre-Expiration Retention/Renewal Activities
  67. 67. Current Regular Retention & Renewal Initiatives
  68. 68. (c) Copyright 2013 Marketing General Inc. 69 Activity Audience Timing Responsible Expiration email #1 All non-renewed members (4 versions: prof US, int’l, stu conversion, transitioning members) +5 days after expiration (just after cash closes) Member Care At-home invoice All non-renewed members with home address +15 days after expiration Member Care Expiration email #2 All non-renewed members +21 days after expiration Member Care Lapsed telemarketing call / survey (4 versions; US Cert; US Non-Cert; Non-US; Stu Conv) All non-renewed members with telemktg = Y and has phone # (Leave V.M. after final attempt) +45 – 80 days after expiration Member Care Online lapsed survey All non-renewed members with no phone, telemkt = N + 45 days after expiration Member Care Lapsed telemarketing follow-up Any unpaid invoice requests from first call +90 days after expiration Member Care Reinstatement mailing #1 All non-renewed members indicating ‘will join later’ +7 months after expiration Member Care Reinstatement mailing #2 All non-renewed members indicating ‘will join later’ +10 months after expiration New coordinator Lapsed member mailing (counts as new after 12 mths) All non-renewed members indicating ‘will join later’ +12 months after expiration Member Care Membership marketing team continues to market to non-renewed members for 12 months after memberships lapse. Planned Post-Expiration Renewal Activities Action Action Action Action Action Action Action Action 45 days - grace period ends 69 (c) Copyright 2012 Marketing General Inc.
  69. 69. • Reinstatement programs test the effectiveness of your renewal program • Many organizations are sitting on thousands of prospects just waiting to return • Employ research and analytics to determine what went wrong for your lapsing members – Under served market segments – Product and service gap analysis – Value proposition update Reinstatement Strategy
  70. 70. Reinstatement Strategy “We Miss You” Greeting Card with personalized message inside to lapsed members.
  71. 71. (c) Copyright 2013 Marketing General Inc. 72 • More splintering & blurring • Death of mass marketing & rise of mass customization • Convenience and ease is all important • Social Media is surging • Members/customers are more self- directed, and are doing more of the work
  72. 72. (c) Copyright 2013 Marketing General Inc. 73 • Members/Customers are IN-CHARGE • They are more critical, seek guarantees • But still need to be led, reminded, told their decisions are right • Too many choices • No need to join
  73. 73. (c) Copyright 2013 Marketing General Inc. 74 • 35% of assoc. report YOY renewal growth • Associations are challenged by growing member diversity • Engagement is becoming more important • Social Media is surging
  74. 74. REASONS MEMBERS JOIN 2013 (n = 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2% Discounts on products or meeting purchases 4% 5% 5% 6% 9% Association publications 4% 4% 3% 6% 3% Prestige of belonging to the association 4% 4% 5% N/A N/A Access to industry thought leaders 2% 2% 1% N/A N/A Advancing in their position 2% 2% 2% 2% 4% Members-only education 2% 2% N/A N/A N/A Access to career resources 1% 1% 1% 3% 1% Access to industry benchmark studies 1% 1% 1% 1% N/A Insurance (Affinity programs) 1% 1% 1% N/A N/A Not sure 1% 1% 1% 2% N/A Other 7% 6% 8% 9% 10%
  75. 75. TOP 10 - HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Exhibiting at other conferences 41% Advertising in your own publications 36% Chapters 36% Public relations 30% Advertising in outside publications 25% Personal sales calls 23% Job board 21% Accreditation promotion 15% Search engines (paid or pay-per-click) 12% Telemarketing 9% Paid banners on other websites 9% QR codes 8% Mobile apps 7% Radio or TV 4% Texting 1% Do not know 1% Other 9%
  76. 76. METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53% Cross-sell to non-members who buy your products or attend your conferences 48% 61% 56% 59% 52% Public relations 48% 61% 40% 39% 29% Search engines (organic) 40% 48% 45% 47% 34% Chapters 40% 42% 38% 46% 39% Advertising in outside publications 32% 47% 31% 31% 28% Job board 30% 39% 24% 23% 23% Personal sales calls 24% 32% 25% 22% 24% Accreditation promotion 20% 24% 18% 20% 14% Mobile apps 15% 20% N/A N/A N/A Search engines (paid or pay-per-click) 14% 20% 14% 20% 8% QR codes 13% 30% N/A N/A N/A Telemarketing 12% 22% 16% 18% 18% Paid banners on other websites 12% 21% 12% 13% 12% Radio or TV 8% 15% 7% 5% 7% Texting 2% 6% N/A N/A N/A Other 3% 3% 4% 3% 3% Do not know 1% 1% 0% 0% 1%
  77. 77. Most effective channels for RECRUITMENT are: – Word of mouth – Email • Personal Sales calls for Trade Associations – Association Web Site – Direct Mail
  78. 78. Definition: The process of moving members from observers into users of the products and services made available by your organization and strengthening their emotional, psychological or physical investment. Strategy: 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Engagement Strategy
  79. 79. Definition: The process of confirming the value that has been delivered to the member over the past year and requesting the continuance of the relationship. Strategy: 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options Renewal Strategy
  80. 80. COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS 2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14% Special discounts on purchases 23% 24% 23% 23% 17% Invite to chapter meeting 23% 22% 18% 25% 23% In-person new-member reception or orientation 21% 25% 23% 20% 19% New member newsletter (print or electronic) 16% 16% 15% 20% 11% New member survey 15% 16% 17% 18% 20% New member gift (e.g., gift card, calendar, notepad) 12% 12% 11% -- -- New member webinars 10% 9% N/A N/A N/A Custom new member renewal series 9% 10% 10% 11% 7% Telemarketing welcome phone call 9% 10% 12% 10% 4% Early or “at-birth” renewal 4% 4% 5% 4% 2% No special communication 3% 3% 2% 2% 2% Other 5% 3% 5% 5% 8%
  81. 81. Definition: The process of defining the where the breakdown occurred in the membership relationship and restoring former participants to a paid status. A “winback” or reinstatement strategy helps to reconnect former members. Strategy: 1. Never Give Up on Lapsed Members 2. Messaging Should Recognize their Status 3. Conduct Lapsed Member Research Reinstatement Strategy
  82. 82. SOCIAL MEDIA OUTLETS OFFICIALLY USED BY ASSOCIATIONS 2013 (n =690) 2012 (n = 685) 2011 (n = 641) 2010 (n = 405) Facebook 85% 86% 91% 75% Twitter 76% 79% 71% 66% LinkedIn (Public Access) 54% 56% 53% 59% YouTube 52% 53% 45% 35% Association Blog 35% 30% 27% 30% LinkedIn (Members Only) 34% 30% 28% N/A Association Listserv 24% 22% 24% 31% Flickr 17% 15% 15% N/A Private Association Social Network 16% 19% 18% 17% Google+ 11% 11% N/A N/A Pinterest 10% N/A N/A N/A Wikis 5% 8% 9% 13% Ning/Groupsite 2% 4% 4% 6% MySpace 1% 1% 1% 4% None 4% 3% 6% 8% Other 5% 4% 4% 6%
  83. 83. MARKETING CHANNELS USED FOR MEMBERSHIP RENEWALS 2013 (n = 690) 2012 (N = 685) 2011 (N = 644) 2010 (N = 405) 2009 (N = 333) Email marketing 90% 88% 88% 88% 83% Direct mail 79% 81% 82% 85% 91% Staff phone calls 53% 53% 52% 49% 56% Peer member contacts 26% 23% 20% 24% 31% Telemarketing 20% 21% 24% 23% 27% Board phone calls 17% 17% 18% 15% 28% Magazine cover wraps 15% 17% 15% N/A N/A Chapter phone calls 15% 13% 14% 14% 15% Social media contacts 12% 15% 13% N/A N/A Employer contacts 8% 6% 8% 7% 4% Fax 7% 9% 10% 11% 17% QR codes 3% N/A N/A N/A N/A PURL 2% 3% N/A N/A N/A Texting 1% 2% N/A N/A N/A Renewal app for mobile devices 1% 1% N/A N/A N/A Other 6% 3% 3% 3% 4%

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